Small World Coffee - Princeton, NJ

Small World has a special place in my heart because it was the first coffee shop that I hung out in. I spent long afternoons watching the streetlights go on outside this shop. However, put into perspective, there are things that Small World does (or at least they did last time I was there) that I wish they wouldn't do.

I just loved this bench. 

Always a steady line.

One thing that you will notice when you walk into Small World is that, when it's even slightly busy, there is hardly any place for the line to go. Even as few as 4 people in line can result in standing immediately in front of the door and apologizing for your existence to anyone coming in or out. Truly, this is not such a big deal, only something that one might consider.

The wifi situation is a bit pathetic. The hourly buy or get out internet has got to be the most infuriating part of the experience if you try to work out of here. In a college town, it seems absurd. I know a lot of coffee shops do this for higher turnover but it's very transparent and frankly a cold way to treat your guests.

One thing Small World did really well was marketing. The phrase "sleep is for the weak" is embedded deep in my brain. That's pretty powerful. Even seeing that red 8oz cup is heart-warming to me. That's some pretty seriously brand connection. Their tribal style is consistent and over all, they do a great job with the carry-out and merch.

As for this LED bar they added a few years back when they did a reno, I wish they hadn't added the lights. Or at least not colored ones. I don't think it really is a consistent design choice with the vibe that small world sets. It's both too futuristic for the space and confusing color-wise.

Other than that, I think the space is great. The two tops are large enough to be occupied by two people but small enough that one person feels comfortable commandeering it. They have a nice big, locally made community table and several other extremely functional built-in seating options.

All in all, Small World set the bar very high for me. Their coffee is always excellent. Their staff is usually very friendly. The space is easy to be in. The location is ideal for people watching. They have decent hours. Small World is a place that is entirely worth making the trip to Princeton for.